Summary
Overview
Work History
Education
Skills
Languages
Career Break
Timeline
Generic

Melvyn Choong

Singapore

Summary

Dynamic FMCG executive with 10+ years of experience driving multimillion-dollar P&L, business growth, and market expansion across food, home care, personal care, and OTC categories. Proven expertise in strategic leadership, distributor and channel development, export market growth, and cross-functional team management. Recognized for delivering double-digit revenue growth, expanding regional markets, and optimizing operations. Now seeking a senior leadership role to leverage commercial acumen and strategic impact.

Overview

13
13
years of professional experience

Work History

Channel Sales Manager

Haleon (formerly GSK)
05.2021 - 08.2023
  • Managed $20M+ annual sales portfolio, achieving consistent over-target performance.
  • Directed distributor managers and GT teams, driving double-digit growth in Oral Care and OTC categories.
  • Developed and executed channel-specific strategies that strengthened market share and brand presence.
  • Leveraged market and competitive insights to identify growth opportunities and optimize portfolio strategy.
  • Key Achievements
  • Increased Oral Care market share by double digit + successful distribution of oral advance range into GT.
  • Successful distribution and growth of VMS products in key channels
  • Strategize A&P budget for key category growth

Assistant Customer Development Manager

Unilever
01.2018 - 05.2021
  • Oversaw GT business across multiple categories, managing distributors and key accounts for enhanced market penetration.
  • Pioneered export initiatives into regional markets, driving brand footprint and revenue growth.
  • Built and scaled e-commerce channels from zero to profitable revenue streams.
  • Led cross-functional teams for product launches, ensuring rapid distribution and market uptake.
  • Key Achievements
  • Achieved consistent YoY revenue growth across multiple categories.
  • Opened new regional export markets, strengthening Unilever’s footprint.
  • Employee of the Quarter (2017) for GT performance.

Customer Development Executive

Unilever
10.2015 - 12.2017
  • Executed channel-specific growth strategies in mini marts and supermarkets.
  • Strengthened in-store execution via distributor team leadership.
  • Conducted category performance analysis to optimize product-market fit.

Business Development Executive

Seng Hua Hng Foodstuff
05.2014 - 09.2015
  • Expanded distributor accounts and international presence through trade shows and partnerships.
  • Developed and executed marketing strategies, boosting overseas brand awareness.

Senior Sales Executive

Chicago Associates
10.2010 - 04.2014
  • Supported process redesign initiatives, enhancing service consistency.
  • Contributed to marketing strategy, procurement planning, and corporate rebranding efforts.

Education

BSc (Hons) - Management

University of Manchester
01.2013

Diploma - Information Technology

Temasek Polytechnic
01.2008

Skills

  • P&L & Strategic Business Management
  • Business Expansion & Market Penetration
  • Leadership & Team Development
  • Distributor & Channel Management
  • Sales Forecasting & Trade Strategy Execution
  • Export Market Development & E-commerce Growth
  • Data-Driven Commercial Strategy
  • Stakeholder & Partner Relationship Management

Languages

English (Fluent)
Chinese (Fluent)

Career Break

  • Aug 2023 – Present
  • Planned break for family, now ready to re-enter with FMCG leadership experience.

Timeline

Channel Sales Manager

Haleon (formerly GSK)
05.2021 - 08.2023

Assistant Customer Development Manager

Unilever
01.2018 - 05.2021

Customer Development Executive

Unilever
10.2015 - 12.2017

Business Development Executive

Seng Hua Hng Foodstuff
05.2014 - 09.2015

Senior Sales Executive

Chicago Associates
10.2010 - 04.2014

Diploma - Information Technology

Temasek Polytechnic

BSc (Hons) - Management

University of Manchester

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